Although it is the largest department store group in Europe, is ranked fourth worldwide, and carries the most exclusive fashion and accessory brands, Madrid-based El Corte Ingles was not part of the conversation among global fashion consumers. That meant the company wasn’t benefiting from important tourism-related revenue in its stores throughout major cities in Spain and Portugal. Pursuit created a social media strategy targeting 40 countries throughout the Americas, the Middle East, Asia, and Europe. Messaging elevated perceptions of El Corte Ingles as an upscale shopping destination and brought attention to the numerous luxury brands it carries. Within one year, El Corte Ingles’s following grew to 500,000 people worldwide.